A new television company, Net2TV Corporation (www.net2television.com), headed by industry veterans from MTV/Nickelodeon, Black Arrow, NBC, TiVo and Netflix, was announced today. The company provides advertising-supported, cloud-based television programming services. Net2TV’s first television service, Portico, features free, ad-supported programming from CBS Interactive’s food site CHOW.com, Popular Science and WSJ Live from The Wall Street Journal. The Portico TV service is available now on 2011 and later Philips connected TVs in the U.S.

Net2TV’s Portico brings to Internet-connected TVs the best of the traditional television viewing experience — free, program-length shows from recognized brands — using advanced cloud technology from ActiveVideo Networks. The programs are grouped by areas of interest such as food, science and technology, and entertainment.

“Good television — the television viewers love — is an art, not an algorithm,” said Net2TV CEO Thomas Morgan. ”We’re building television programming that lets viewers enjoy smart TV just like they do traditional television.”

Net2TV is working with online TV programmers like Discovery’s Revision3, CBS Interactive’s CHOW.com, and traditional print media brands including WSJ Live from The Wall Street Journal and Bonnier’s Popular Science to develop full program-length television shows.

Portico programming is updated daily and new types of entertainment and informational programming will be added in the future.

Easy-to-Navigate, Branded Program Channels

The Portico service is easy-to-navigate and provides media partners with premium brand visibility. When viewers select a category like Portico Tech featuring Revision 3 and Popular Science, or a stand-alone category like CHOW.com, the screen displays a video window with a host talking about what’s new. The adjacent windows show video playing on branded channels. Any of these channels can be selected to go to full screen.

Traditional TV Program Feel

Net2TV works with television programmers to create packaged, long-form shows running 30 or 60 minutes per episode.

“Watching the living room TV, viewers have different expectations than when using a tablet or laptop. We create an experience for viewers who want to sit back, relax and watch,” said Jim Monroe, co-founder and senior vice president of programming for Net2TV. ”Our program partners have good-quality, short-form pieces. We work with them to curate these pieces and package them into program-length shows.”

Free, Ad-Supported TV

Net2TV’s Portico service will be supported by a television advertising model. Advertising revenue will be split with program partners.

“Viewers appreciate that commercials help keep programming free, but commercial loads must be reasonable,” said Morgan. “A sustainable advertising-based business model comes from balancing the needs of the advertiser with those of the viewer.”

About Net2TV

Net2TV Corporation is a smart TV media company focused on delivering free, ad-supported programming from established media brands and emerging independent producers. Net2TV was started in May 2012 and launched its Portico TV service in December 2012 on Philips connected TVs with programming from CHOW.com, Revision3, Popular Science and WSJ Live from The Wall Street Journal.

The company is based in Redwood City, Calif. For more about Net2TV Corporation and Portico TV, visit www.net2televison.com.

Note to Editors: Screenshots of Net2TV’s Portico service are available at www.net2television.com

Net2TV is a trademark of Net2TV Corporation. Portico, Portico TV and the Portico logo are service marks of Net2TV Corporation. All other trademarks, registered trademarks and service marks are the property of their respective owners.